IKEA made the ad, “Start Something New”, to be more of an open range ad that can apply to Young adults and older, mostly those who can be mature and don’t just see this ad as some random guy walking around with a pink chair.  The target audience could be young adults and older like other seniors and regular adults. The message doesn’t quite push a new product, but just gives a nice message and possibly could give people the idea that IKEA might care about their customer’s decisions in life.  The two main advertising techniques that were included in the ad were plain folk and transference.  These two make the most sense because firstly plain folk was very obvious since the man in the commercial seemed to be a very ordinary man at the beginning of the video who was clearly a senior and retired. The same thing was happening day after day until the man saw someone else take his spot on the bench feeding the birds.  After that, he decided to make a change, and try something new.  Where transference plays a part.  They show how he brings his own chair and goes to other places rather than the same place.  He then goes on to explore the world including, meeting new people, trying new things, going places, which are all positive ideas and images that can be appealing to consumers thinking to buy from IKEA or not.